Project Name: The Birchwood

Location: Ealing, London

Date Completed: Spring 2018

Interior Designer: Emma Castle

Architect: MDC London

Developer: Fusion Residential

Construction Company: MK

The specific target market for The Birchwood was very clear to the Fusion team from the outset. After various successful award-winning developments in the North London area over the past ten years, Fusion Residential were keen to spread their wings and secure another site to replicate the success enjoyed on previous projects. This time however they looked upon West London. Notorious for being high in value with areas such as Chiswick, Ealing and Kew, Fusion Residential identified that the market would react well to the Fusion brand and the unique Fusion product. With the introduction of Crossrail into the area, they also felt that the timing was right for Fusion to break into this part of the Capital.

Ealing is characterised predominantly by large expensive detached family houses on very substantial plots. The majority of these houses have 5 or more bedrooms, are in excess of 4000 square feet and are incredibly expensive to run due to the great amount of upkeep and general maintenance that they require. The owners are generally very successful high net worth individuals who are used to the finest things in life. Although they may want to downsize, they do not want to downgrade. They do not want to compromise on the luxury that they have been used to for so many years. This therefore informed the design brief and Fusion Residential’s requirements that the scheme had to fulfil.

The residents at The Birchwood benefit from apartments that run front to back within the building and are, therefore, triple aspect residences offering different views from the various rooms and maximum amount of daylight. The intentionally high floor to ceiling heights also help to create a sense of spaciousness. Some brief features to highlight are: comfort cooling to all principal rooms; under floor heating; mood lighting with wall mounted control; integrated ceiling speakers; Miele appliances; sanitary ware by C.P. Hart; automatic irrigation systems for garden apartments; gated underground parking for two cars with heated ramp; video entry phone systems, concierge service and private cold store for grocery deliveries. Internally the apartment has been designed to offer generous room proportions, high ceilings, maximum daylight, plenty of storage space, great views, and to provide a general sense of spaciousness.